Gaming as an ecosystem: in search of superior (gaming) experiences

Gaming PCs continue to be one of the positive drivers of growth on a PC market which has stagnated in the last few years. Gaming is not a local phenomenon, but a global trend which is reflected in the demand for unique experiences and high-performance devices the world over. Enthusiastic customers must reach deep into their pockets for an outstanding gaming experience as well as strong performance as these devices are normally to be found in the premium price categories. Nevertheless, this situation does not seem to be an obstacle for eager gamers since they are prepared to pay more than one and a half times the average price for a gaming PC.
Solid double-digit sales growth
In total, gaming and gaming-capable PCs generated revenues of more than 12 billion USD in the first ten months of 2018, which accounted for 19 percent of total PC sales. As a result, gaming PCs achieved a +31 percent increase in sales compared to the same period in the previous year. Their growth remained stable within the double-digit range, but was lower than the positive growth of +55 percent in 2017. The share of gaming PCs grew from 6 percent in 2016 to just under 12 percent in the period from January to October 2018, while at 7 percent, gaming capable PCs had to endure a decrease in turnover (2016: 8 percent).

Light price fluctuations in gaming PCs; gaming capable desktops more strongly affected
With reference to global developments, gaming PCs are representative of two central trends: performance and premium. Correspondingly, the prices set are not surprising, especially in the premium segment. In the period from January to October 2018, the average price of a gaming notebook showed a slight increase of +4 percent to 1,100 USD, while the price of a gaming desktop was just